When kicking off a new year for marketing, it’s always a good idea to check in on how Instagram stats changed.
In 2021, Instagram introduced plenty of new features and upgraded existing ones. New features mean new stats, which means you might need to update your Instagram marketing strategy.
To make it easier for you to sort through, we’ve categorized the Instagram stats.
- Instagram user and usage statistics
- Instagram content statistics
- Instagram advertising statistics
- Instagram statistics for brands
Instagram user and usage statistics
Instagram’s popularity isn’t going away anytime soon. These IG user stats will reinforce your brand’s decision to use the network as a marketing channel.
Instagram has over 2 billion monthly active users
In June 2018, Meta stopped reporting Instagram usage when it reached one billion active users. In late 2021, CNBC reported that the social network reached the two billion monthly active user benchmark.
Instagram was the most downloaded app in Q4 2021
Instagram leaped four places from number five to the most downloaded app in 2021’s 4th quarter, narrowly edging out TikTok. The social network had its best quarter since 2014.
17.9% of global IG users are men between ages 18-24
In terms of social media demographics, more than half of global Instagram users are aged 34 years or younger. The largest age group is 18-34 years old, consisting of 62.2% of all users.
Among the US teenage population, Instagram ranks third in preferred social networks behind Snapchat and TikTok. It may not be the favorite app among teens but a good portion of them are still present on it.
According to the Pew Research Center, user salary ranges are somewhat evenly distributed. Forty-seven percent of US adults who make more than $75k say they have used Instagram. This number is significant for brands that want to take advantage of Instagram’s ads and shopping features.
59% of Instagram users log in daily
The Pew Research report also explains how often Instagram is used by account holders.
Almost six in ten US adult IG users log in at least once a day while 38% will do so several times a day. Having users that are this active is great news for brands. Craft engaging posts to stay relevant with your fans.
- Instagram’s app popularity is still on the rise so remember to optimize your content for mobile use.
- The network’s users are very active with a significant number who log in multiple times a day.
- While it is not the most preferred app for US teenagers, Gen Z and millennials make up the majority of users.
Instagram content statistics
With a wide selection of content types to choose from, it’s good to know which ones are preferred by users.
Average engagement rate per post is 0.98%
Does it feel like your posts aren’t getting as much interaction as they have in the past? You’re not imagining things.
RivalIQ’s benchmark report in 2021 notes that Instagram engagement rates dropped by 25%. The median across all industries is now 0.98%. For influencers, though, the engagement rate per post is much higher at 1.42%. This rate far surpasses the ones on Facebook (0.19%) and Twitter (0.04%).
Carousel posts have the highest engagement rate per impression
There are several feed post types available to you: carousel, video and image. If your strategy is to utilize all three, how do you know which one to focus more on?
Let’s start with the average engagement rate per impression. SocialInsider found that the carousel type is the winner for every account size. This is noticeable if you have a smaller account. Accounts with under 5000 followers have the highest engagement rates per impressions (8.01% for carousel posts).
But what about Stories? You should post up to five stories a day.Doing so ensures that you have a retention rate of over 70%. This leads us to which type of Story post you should make.
91% of active IG users watch videos weekly
In Stories, you have the option of posting image or video content. For accounts with fewer than 100k followers, image content beats out video content for story reach. This study shows that brands should focus more on images in their story content.
However, those are just Story stats. If you’re looking at videos in general, 91% of active users watch videos on IG weekly so having a video marketing strategy is crucial.
Based on the Sprout Social Index™ 2022, 66% of consumers found short-form video to be the most engaging type of in-feed social content, up from 50% in 2020. Another study found that 68% of video marketers plan to include Instagram video in their 2022 video marketing strategy, up 10% from the previous year. Don’t be the brand that gets left behind.
Tuesday is the best day to post on Instagram
According to Sprout’s analysis, the best times to post on Instagram are Tuesday 11 a.m.–2 p.m. and Monday through Friday 11 a.m. The worst day to post is Sunday.
- Instagram Stories are still popular. Get up to speed on best practices.
- Instagram organic engagement fell significantly. If you aren’t already doing so, schedule your content for maximum engagement.
- There are several ways to post a video on the network. With new features being introduced all the time, you need a video marketing strategy.
Instagram advertising statistics
Are you trying to convince upper management to increase your Instagram ad spend? Here is some data to help you make your case.
50% of Instagram users visit a website after seeing it in Stories
It’s daunting to choose where you want your IG ads to be placed. If your goal is to drive action to your website, you’re in luck. Instagram found that “50% of Instagrammers have visited a website to buy a product/service as a result of seeing it in Stories.” To make it easier for consumers to visit your website, add a product tag to the post.
Using product tags increase product page visits
In the last few years, Instagram turned its feature focus to creating a better consumer shopping experience. Adding a product tag on at least five posts a month increases product page visits and purchases.
The same study found that adding the product as a mention in the feed caption triples the Product Detail Page view count from feed tagging alone.
Average IG CPC is $1.23
The average Instagram cost per click (CPC) is $1.23 in the US. This cost varies by campaign objective and time of year. In February 2022, the video view campaign objective CPC was $4.33 while the catalog sales CPC was $0.383.
When planning your ad campaigns, campaign objectives matter. For certain objectives, you might be better off planning the ad for a different month if the CPC is too high for your budget.
93% of marketers plan to use Instagram for influencer marketing
The influencer marketing industry is still growing. A survey found that 93% of marketers and agencies planned on using Instagram. When broken down into types, 83% named Instagram Stories and 36% said Instagram Reels.
When you find the right creator to partner with, both parties benefit. This natural fit is found to be 25% more relevant for users. Instagram makes it easy to showcase a partnership with the Branded Content tag. And when you mix Branded Content Ads with a brand ad, you’re 90% more likely to drive cost-effective action than either tactic individually.
- Tag products wherever you can and tag frequently.
- Consider using Branded Content ads alongside your usual brand ads.
- Using Instagram advertising is a good way to counteract the diminishing engagement rates.
Instagram stats for brands
Use Sprout’s social analytics reports and the usage stats below to benchmark your brand’s performance.
90% of Instagram users follow a brand
70% of shoppers look to Instagram for their next purchase
Instagram’s research shows that 70% of shoppers use the network to research their next purchase. Combined with ads, Instagram is a great place for a brand awareness campaign.
75% of brand posts are single images
According to Sprout’s Content Benchmark Report, single-image posts make up 75% of a brand’s posts. But when marketers were asked which types were most valuable to achieving goals, 54% said video and 53% said images. This dissonance means there’s still room for marketers to improve on their content types.
- Develop a content marketing plan that aligns with your goals.
- Take advantage of Instagram’s shoppable content features.
- Use Instagram for brand awareness campaigns.
Which IG stat is most important to you?
Phew, that was a lot of numbers. Did any of them stand out to you?
Instagram’s usage and growth aren’t slowing down anytime soon. Brands need to stay on top of the latest stats and trends to remain relevant. Use these stats to perfect your Instagram marketing strategy.
120 million is how many active users there are on Instagram in the U.S. (Source) One billion people use Instagram each month (Source) 500 million people use Instagram each day (Source) 500 million active accounts use Instagram stories daily (Source)What is a good engagement rate on Instagram 2022? ›
What is a good engagement rate for Instagram in 2022? Engagement rates vary depending on the number of followers you have and how active they are Most analysts seem to agree that a good engagement rate is somewhere between 1-5%.Is Instagram still popular 2022? ›
Instagram Is the Platform of Focus for Marketers in 2022, According to New Research. Which social media platform will your business be focusing on in 2022? TikTok is the app of the moment, though likely not a fit for all brands, while Facebook seems to have lost some of its shine, and Instagram remains hugely popular.How many Instagram followers do you need to get paid? ›
With just 1,000 or so followers, you can make money on Instagram. Neil Patel, a widely known digital marketing specialist, says the key is engagement — followers who like, share and comment on your posts. "Even if you have 1,000 followers who are engaged, the potential to make money is there," he writes on his blog.What is a good engagement rate on Facebook 2022? ›
According to our 2022 Social Media Industry Benchmark Report, the median engagement rate for Facebook is 0.064%. Out of the top 25% of brands across all industries — the brands performing best on social media — the median engagement rate is 0.174%.How many Instagram users are there 2022? ›
Based on its global advertising audience reach numbers, Instagram has at least 1.452 billion users around the world in April 2022. This figure suggests that 23.4% of all people aged 13 and above around the world use Instagram today.Why does Instagram look different 2022? ›
If you've been seeing bigger photos and videos on your Instagram feed in recent weeks, don't worry — it's not an app glitch. Following a May 2022 test, Instagram launched a new feed test that super-sizes the photos and videos in your feed on June 16 to select users.Who has the most posts on Instagram 2022? ›
Who has the most posts on Instagram 2022? Benc4n has set the records with 10Million Posts on Instagram While the second winner is riican1738. This page has 2 million uploads by far.Who Instagram 2022? ›
- Number of monthly active users: 2 billion.
- Largest age group: 25-34 (31.2%), with 18-24 close behind at 31%
- Gender: 48.4% female, 51.8% male (no data on other genders)
- Time spent per day: 29 minutes.
- Be a follow-worthy brand. ...
- Use automation. ...
- Focus on customer service. ...
- Promote your social media accounts. ...
- Actively engage. ...
- Watch the competition. ...
- Know what's being said on social media. ...
- Establish your social media voice and tone.
- Sign up for the service with your IG account; the service is usually free.
- Buy coins or follow IG accounts and/or like random posts suggested by the third-party app to earn coins.
- Spend the coins to get followers.
- Call to action.
- Promote your account using SFS.
- Do not offer money as a prize.
- Create posts that are worth sharing.
- Start challenges.
- Run mutual PR campaigns.
- Sell custom products.
- Create a print-on-demand business.
- Make a subscription box.
- Sell on marketplaces.
- Sell digital products.
- Sell your creative work.
- Monetize an audience.
- Become a freelancer.
Average monthly income nears $3,000
Micro-influencers (between 1,000 and 10,000 followers) make an average $1,420 per month. Mega-influencers (more than one million followers) make $15,356 per month.
Mega-influencers (more than one million followers) make US$15,356 (Rs 11.4 lac approx.) per month. Still, among holders of accounts with between 1K and 10K followers, only 22.99 percent report making money, compared to 68.75 percent of accounts with 500K to one million followers.What is a good engagement rate on Twitter 2022? ›
According to our 2022 Social Media Industry Benchmark Report, the overall median engagement rate on Twitter is 0.037%. This is the rate for brands across all industries, from fashion to nonprofits. On average, these brands are also posting about 5 times per week.What is a good engagement rate on LinkedIn 2022? ›
A 2% LinkedIn engagement rate is considered good, and an above 2% engagement rate means you are doing great. If your posts have a lower than 2% engagement rate on average, you may need evaluate whether the content you created is just not as engaging as you thought it would be, an how to improve this.What percentage engagement is good on Instagram? ›
What is a good Instagram engagement rate? Instagram itself is coy about what a “good” engagement rate is. But most social media marketing experts agree that strong engagement falls around 1% to 5%. And Hootsuite's own social media team reported an average Instagram engagement rate of 4.59% in 2020.What is trending right now on social media 2022? ›
With the rise in popularity of TikTok and Instagram's own proclamation of valuing video, it comes as no surprise that short-form video is a social media trend in 2022. The video format of Stories now exists in some form in all the major social media platforms.
How to Become a Part of the POPULAR GROUP (how ... - YouTubeWhat is the color for 2022? ›
An almost minty teal green, “Breezeway” is a cool, bright and cheerful tone. Pantone may have declared otherwise, but the real 2022 Color of the Year is green!What is a good engagement rate on Instagram 2021? ›
Less than 1% = low engagement rate. Between 1% and 3.5% = average/good engagement rate. Between 3.5% and 6% = high engagement rate. Above 6% = very high engagement rate.What is the average engagement rate on Instagram? ›
The average engagement rate on Instagram is 4.7%. The average brand engagement rate on Instagram is 1.9%. On Instagram, public figures have the biggest engagement rate with 5.7%. Influencer accounts with fewer than 1,000 followers have the biggest average engagement rate with 8%.What is average engagement rate? ›
Average engagement rates vary greatly between industries. On average, B2B websites achieve above 63%, and B2C websites see an average of 71%.